New Skincare Brand Casa Noon Focuses on Sun Care
Casa Noon, a new skincare brand founded by a veteran of Aveda and L’Oréal, has launched with a focus on products for sun-exposed skin. The brand targets consumers with active, outdoor lifestyles, offering protective and restorative formulations. Its retail strategy will initially focus on US sunbelt states.
- Founder Andi Alleman's background includes roles as director of sales and business development at Aveda and GM at salon distributor Neill Corp. Before starting Casa Noon, she founded Oui, We Studio in 2021, a brand strategy house for Fortune 500 companies and indie founders. - The brand's debut product is the Sabbatical Hydrating + Balancing Serum, priced at $88. Its key ingredients include an aloe juice base, a proprietary "Casa Complex" for hydration, and RetinART, a marine-derived ingredient with retinoid-like benefits without the associated sun sensitivity. - Alleman self-funded the brand with a personal investment of $125,000 and projects first-year sales could reach $1 million. - The initial retail strategy will focus on direct-to-consumer sales, with future plans to expand into lifestyle boutiques, resort destinations, surf shops, and curated beauty and wellness stores. - The name "Casa Noon" was chosen after Alleman crowdsourced feedback on four different mood boards; "Casa" signifies home, and "Noon" represents when the sun is at its highest. - Future product launches planned for later in the year include a day cream with sun protection called Dawn Patrol and an evening mask named Night Swim. - The broader vision for the brand extends beyond facial care to become a full lifestyle brand for hair and body.
